PLAAY | Personalised Sports Products for Clubs, Athletes & Brands

WHY PLAAY

Where brands enter sports.

Sport is built on rituals, identity and belonging.

PLAAY creates premium products together with clubs, athletes and brands — strengthening identity while creating new revenue opportunities for the organisations that build sport.

Every collection is designed to contribute to the next generation of athletes.

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Built for athletes

Created with clubs

Designed to give back

THE RITUAL

SHOES OFF

SHAPES IN

READY AGAIN

JOURNAL

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FOOTBALL JULY 2026

FROM SWEDEN TO USA

Swedish National Team

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golf JULY 2026

nextgen proam

Creekhouse

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TENNIS JULY 2026

NORDEA OPEN

Coming this week

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BUILT FOR EVERY ATHLETE
DESIGNED FOR YOUR SPORT

Utforska personliga editions skapade för spelare, klubbar och partners

FOOTBALL

GOLF

TENNIS

FLOORBALL

PADEL

WORK

WE SHAPE THE RITUAL

Performance. Recovery. Identity.

PLAAY creates personalised editions for athletes, teams and brands

WHY ATHLETES USE SHAPES

👟 Maintains Shape
Ultra-flexible post-performance shoe shaper, anatomically developed to mimic the original shape of your sports shoes and help fight creases.
🌬 Fresher Shoes
The SHAPE REGIME shoe shaper also features an optional fragrance plug-in, designed for molecular fragrance sticks infused with carefully selected aromatic notes and patented malodor-neutralizing molecules.
⏳ Extends Shoe Lifespan
While helping your shoes maintain their shape, the plug-in gently fills them with layers of freshness and helps prevent unwanted odor between training sessions, matches and workouts.